GEICO has unveiled a new AI-powered marketing initiative that sees its iconic Gecko character take part in a live, unscripted conversation for the first time, as the insurer continues to explore new ways of engaging audiences through emerging technology.
The campaign features the Gecko appearing as a real-time AI participant on Fudd Around and Find Out, the iHeart Women’s Sports podcast hosted by WNBA star Azzi Fudd.
Developed in partnership with Framestore, The Martin Agency and Omnicom Media, the activation marks a significant evolution in how the brand is using artificial intelligence to bring one of advertising’s most recognisable characters into interactive environments.
Rather than relying on scripted advertising, the AI-powered Gecko was able to respond and engage in conversation during the podcast, creating a more dynamic experience for listeners.
Arianna Orpello, Chief Marketing Officer at GEICO, said the initiative reflects the insurer’s ambition to rethink how brands connect with consumers.
“GEICO does its best work when we don’t follow the category – we rewrite it. This technology lets us meet people in the environments where they’re most engaged and spending the most time, bringing audiences closer to the things they love about GEICO.”
The insurer stressed that while AI powers the interaction, the Gecko’s personality, voice and creative direction remain under human control.
GEICO said all outputs are subject to review and oversight, with the company following SAG-AFTRA guidelines and established brand standards.
The activation also builds on GEICO’s growing investment in women’s sport. The insurer has partnered with Fudd over multiple years, making her the company’s first major long-term athlete ambassador.
By integrating the Gecko into athlete-led content, GEICO aims to reach audiences who increasingly engage with sports personalities through podcasts, creator content and social media rather than traditional broadcast channels alone.
Orpello added: “Technology is opening up new possibilities for how brands show up and connect with audiences, and human creativity and oversight remain at the centre of everything we do.
For us, the opportunity is about using innovation to create richer experiences, bring the brand to life in new ways and build deeper connections with highly engaged audiences.”
The campaign highlights how financial services and insurance brands are beginning to experiment with AI-driven brand experiences, moving beyond traditional advertising formats towards more conversational and interactive engagement strategies.